Social-media buzz from Retail & Tech No 23

BW Confidential checks out what is making a splash on social media: #kiehlspartner Kiehl’s TikTok push

Skincare brand Kiehl’s (L’Oréal) has partnered with several TikTok-based beauty personalities to market the new travel-size format of its Ultra Facial Cream.

Since travel is still limited due to the pandemic, the TikTok posts see creators pretending to prepare for international trips, packing the travel-size skincare product and applying it on the “plane.” Users pose in front of a green screen and edit airplanes or tourist destinations in the background.

Other posts see creators comment on being able to use the full-size product at home and the travel-size product on-the-go, whether it is out to work or for a walk in the park. Most posts tag both Kiehl’s TikTok page and Sephora’s page, encouraging users to shop the new format at the beauty retailer.

The #kiehlspartner tag had eight million views on TikTok as of November 27.